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Sampling error
Variation in estimates caused by observing a sample rather than the entire population. A difference between two samples alone does not establish a poll’s statistical margin of error.
Partisanship / partisan identification
Identification with, or a relatively stable attachment to, a political party.
Mobilization
Encouragement or recruitment that prompts people to participate.
Party organization
The people and structures that recruit candidates and support campaigns.
Open primary
A primary allowing participation without being a registered member of that party, subject to the particular system’s rules.
Battleground / swing state
A state either major candidate could realistically win, making it an important campaign target.
Retrospective voting
Voting based on evaluations of past performance.
Institutional interest
A person or organization representing another organization or set of organizations.
Material incentive
A tangible membership benefit, such as discounts or services.
Insider strategy
Seeking influence through direct engagement with policymakers, such as lobbying and providing information.
Earmark
A legislative provision directing a benefit to a particular recipient or project; the guide emphasizes benefits not separately reviewed on their merits by all of Congress.
Party press
Newspapers sponsored or controlled by political factions and parties.
Fake news
Manufactured stories presented as news, often serving a political viewpoint or candidate.
Agenda-setting / gatekeeping
Media influence over which topics receive public attention.
Game frame
Coverage emphasizing political strategy and competition rather than substantive policy.